Branding what's next

Ok. So you have the perfect idea and all these amazing people to build it. But what's next? How to tell the story, explain the service – and even more difficult – how to design for something that's changing at all times?

At Y Lars at Heydays talked about how they've helped launch some of the fastest growing companies in Norway by building brands deeply integrated in product. And how doing this right can help the companies in unexpected ways.

And here are the four ways to do that:

1. Embarce emotions – show vulnerability, only painting a rosy picture is dishonest.
2. Press hard on your one true virtue – find the aspect that is unique in your company. And ignore your own taste – you're not the end-user (usually).
3. Keep it flexible – don't use money on things you will never need. Rewrite the rules when needed.
4. Stand for something! If you don't stand for something, how do you attract a crowd? If you want die hard fans, you're also going to get some haters.